facebook-ads-performance-reviewlisted

# Facebook Ads Performance Review **Tells you what actually moved in the Meta account this period, and which campaigns moved it.** Meta's own reporting shows you a number and a percentage next to it. What it doesn't show is which campaign is responsible for the change, or whether the change is delivery, audience or creative. A CPM that rose 30% while CTR held is a different problem from a CPM that held while CTR halved, and the account-level cost per result looks identical either way. **What you get back** - **The period read** — spend, impressions, reach, frequency, CPM, CTR, link CTR, CPC, results, cost per result — against the prior period and against the same period last year where the data reaches. - **Top movers with contribution.** Not "campaign X is down 20%", but "campaign X accounts for 60% of the account's cost-per-result increase". A ranked list where the deltas sum to the account delta. - **A cost decomposition.** Whether the move came from CPM, from CTR, or from conversion rate — the three multiply into cost per result, and only one of them is usually the story. - **The auction read** — CPM and frequency against the account's own trailing baseline, so you can tell rising competition from an audience you have already exhausted. - **A coverage statement.** What this data could and could not answer, said before any finding. **Read-only.** It reads the account and reports back. It never changes a budget, a bid or an ad. **Run it first.** Every sibling